A blog for students of Professor Kagan's internet course to comment and highlight class topics. From the various channels for marketing on the internet, to multimedia and e-commerce business models, anything related to the class is fair game.

Friday, February 20, 2015

How to make a good advertisement

Nowadays people are unscapeble from advertisement. All kinds
of companies try to grab customers’ attention by displaying their
advertisements. 10 years ago, or even 5 years ago, advertisements on TVs
dominated the ads market. As the internet becomes more and more popular, a
large proportion of advertisements shift from TV to online platform, such as
desktops, laptops and mobile phones. It seems advertisement industry has
dramatically changed. However, one thing is still true that customers won’t
remember most advertisements. Therefore, increasing the efficiency of
advertisements is still an important goal for advertisements.

In order to discover how to create a more efficient
advertisement, we need to understand how online advertisement works. This is a
link https://www.youtube.com/watch?v=1C0n_9DOlwE
introducing the flow of advertisement.

Online advertisements are divided into several segments.
Three most important ones are search, display/banner and mobile, which
respectively occupy 43%, 19% and 17% of the market share. Search advertisements
are different from the rest because search advertisements are more passive. For example, an search
advertisements only shows up when a researcher want to search this particular
topic. However, Display/banner and mobile advertisements can actively target
their consumers. Therefore, these two types of advertisements can have more
strategies.

There are five ways
to make display ads more efficient. First, tracking mouse movements can catch
hesitation of consumers and provides evidence for subsequence research of
consumers. Second, adding a map while consumers searching for locally available
goods would make an ad very efficient in terms of turning searching to a
purchasing behavior. Third, adding a calendar tool would be extremely useful
for promoting film and TV launch dates. Forth, use dynamic creative data-drive
display ads can pull relevant data about the user’s online behaviors. Fifth, social
media is a great platform for users to share ads.

Having a more
accurate targeting while advertising products makes both consumers’ and sellers’
life much happier.